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1 Facts About Stockholm s Tourism Industry Statistics for 2013

2 Content Stockholm s international position Where visitors come from How visitors travel to Stockholm Where visitors stay Why people travel to Stockholm International meetings and conventions Major attractions in Stockholm How much visitors spend

3 Stockholm s International Position With close to 11 million commercial overnight stays per year, Stockholm ranks number ten on the list of the most attractive destinations in Europe.

4 Stockholm Number Ten on the list of the Most Attractive Destinations in Europe Top 15 European Cities. Bednights 2012 (in millions) London Paris Berlin Rome Barcelona Madrid Prague Vienna Munich Stockholm Hamburg Istanbul Amsterdam Milan Palma de Mallorca With close to 11 million commercial overnight stays per year in the county, Stockholm ranks number ten on the list of the most attractive destinations in Europe according to the European Cities Marketing Benchmarking Report In 2013, the number of overnight stays in Stockholm has increased to almost 11 million. What kind of accommodation that the cities report to ECM varies. Read more in the box below. Bednights in all paid forms of accommodation establishments in greater city area London, Vienna, Stockholm and Palma de Mallorca Bednights in all paid forms of accommodation establishments in city area Berlin, Prague, Hamburg, Istanbul and Milan. Bednights in hotels and similar establishments in city area only Paris, Rome, Barcelona, Madrid, Munich and Amsterdam. Source: ECM, The European Cities Marketing Benchmarking Report

5 A Growth Rate Below Average Top 15 European cities. Average annual bednights growth Over the past four years, several German cities have experienced high growth in the number of guest nights. For Europe's two dominant travel destinations, London and Paris, the trend has been more moderate. Stockholm has a growth rate just below average. Source: ECM, The European Cities Marketing Benchmarking Report

6 The British Market Top 15 European cities. Average annual British bednights growth % 8% 7.8% 6.9% 6% 5.3% 5.1% 4% 2% 1.8% 0% -2% -4% -6% -8% -0.4% -1.0% -2.6% -2.7% -6.6% Paris, Amsterdam and Barcelona are the European cities that have most British visitors. All of these cities have experienced a negative trend since % -12% Berlin Hamburg Munich Palma de Mallorca Vienna Madrid Barcelona Amsterdam -10.4% Stockholm Paris Prauge British guest nights have increased significantly in several German cities. Source: ECM, The European Cities Marketing Benchmarking Report

7 The German Market Top 15 European cities. Average annual German bednights growth % 8% 7% 7.7% 7.0% 6% 5% 4% 3% 2% 1% 0% -1% -2% 2.9% 2.7% 2.4% Amsterdam Barcelona Prague Vienna Madrid Palma de Mallorca 2.1% 2.1% 1.4% -1.1% London Stockholm Paris The cities that attract most German visitors are Palma de Mallorca, Vienna and London. However, the cities that have had the biggest increase in German visitors are Amsterdam and Barcelona Source: ECM, The European Cities Marketing Benchmarking Report

8 The Italian Market Top 15 European cities. Average annual Italian bednights growth % 13.4% 10% 8.6% 5% 5.1% 4.2% 2.5% 1.3% 1.1% 0% 0.0% -0.5% Vienna, Amsterdam and Valencia are the most popular cities among Italian visitors. -5% -10% Palma de Mallorca Berlin Amsterdam -2.6% -4.1% -5.2% Hamburg Vienna Madrid Munich London Barcelona Prauge Paris Stockholm The trend since 2008 has been weak. However, the cities which have increased most among Italian visitors are Palma de Mallorca and Berlin. Source: ECM, The European Cities Marketing Benchmarking Report

12 The US Market Top 15 European cities. Average annual U.S. bednights growth % 12.3% 12% 10% 8% 6% 4% 8.6% 7.6% 6.6% 4.9% 4.7% 4.5% 4.2% 3.7% 3.4% Guest nights from US-visitors in European cities have increased by 15 per cent since London and Paris are the major destinations in Europe, well ahead of Madrid and Barcelona. 2% 0% -2% Barcelona Palma de Mallorca Vienna Berlin Madrid Paris Stockholm Hamburg Amsterdam 2.4% -0.5% Munich Prauge London In London however, the number of American visitors have decreased between 2008 and Meanwhile, Barcelona has seen a huge increase in American visitors Source: ECM, The European Cities Marketing Benchmarking Report

13 The Japanese Market Top 15 European cities. Average annual Japanese bednights growth % 17.7% 15% 12.2% 10% 5% 7.1% 6.6% 6.2% 5.8% 5.4% Paris, London and Florence are the main destinations for Japanese visitors. 0% -5% London Munich Barcelona Palma de Mallorca 2.5% 0.8% 0.0% -0.1% Berlin Hamburg Vienna Stockholm Prauge Paris Amsterdam -2.1% Madrid The number of guest nights have increased significantly in London. The trend for visitors from Japan in Stockholm is slightly below average. Source: ECM, The European Cities Marketing Benchmarking Report

14 The Chinese Market Top 15 European cities. Average annual Chinese bednights growth % 25% 26,0% 24,7% 22,5% 21,1% 20% 18,0% 17,1% 15% 13,2% 11,3% The number of Chinese guest nights have almost doubled in European cities since % 5% 0% Prauge Vienna Berlin Munich London Paris Stockholm Amsterdam Hamburg 2,2% Paris, London, Vienna and Florence are the major destinations for visitors from China. Prague and Vienna shows the most rapid growth. Source: ECM, The European Cities Marketing Benchmarking Report

15 Where Visitors Come From Stockholm is at the center of the tourism industry in Sweden with close to 11 million overnight stays in commercial establishments. Three out of ten foreign visitors choose to locate their nights here.

18 Foreign Visitors Germany is the dominant foreign market in Stockholm, followed by Great Britain, the US and Norway. Most major nationalities among the visitors to Stockholm are European. Over the past three years, markets in Asia have grown by over 60 per cent. This may be compared to a 24 per cent increase for North and South America and a decline of 4 per cent for Europe outside Scandinavia. Notably, in 2013 Indian visitors accounted for more guest nights than visitors from China. Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden Commercial overnight stays by nationality 2013 Stockholm County (in thousands) Germany Great Britain Norway Finland France Denmark Italy Russia Switzerland The Netherlands Spain Poland Austria Belgium Ireland Turkey The Czech Republic Estonia Lithuania Greece Portugal Latvia Hungary The rest of Europe USA Canada Brasil Central & South America India China Japan South Korea The rest of Asia Australia New Zeeland The rest of the world Not indicated

19 The Nordic Countries Norwegian, Finnish and Danish visitors belong to the ten major foreign target groups in Stockholm. The development over the last five years has been most positive for Norwegian visitors and somewhat weaker for Danish visitors. Commercial overnight stays in Stockholm County Nordic markets (Index 100=2008) Norway Finland Iceland Denmark Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

20 The European Markets Poland, Austria and Switzerland are markets that have developed significantly in recent years. Italy and Spain, but also Great Britain are countries with a more unfavorable trend since Commercial overnight stays in Stockholm County Major European markets (Index 100=2008) Switzerland Russia France Germany Great Britain Italy Poland Austria Belgium The netherlands Spain Rest of Europe Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

21 North and South America The United States is the third largest foreign target group in Stockholm. Due to the financial crises, the number of visitors from USA and Canada decreased in Since 2009 the number has increased again. Guest nights by visitors from Brazil are increasing at a rapid pace. Commercial overnight stays in Stockholm County North and South America (Index 100=2008) Brazil Canada USA Rest of North and South America Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

22 The Asian Markets With the exception of Japan, the development for visitors from Asia has been very positive. Since 2010 the number of overnight stays from visitors from India have increased significantly. Commercial overnight stays in Stockholm County Asian markets (Index 100=2008) India China Japan South Korea Rest of Asia Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

23 Australia and New Zeeland Australia and New Zealand were among the countries that were affected negatively in The past two years have brought a strong recovery Commercial overnight stays in Stockholm County Australia and New Zeeland (Index 100=2008) Australia New Zeeland Rest of the world Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

24 How Visitors Travel to Stockholm Stockholm is the natural center of Scandinavia. Every year millions of visitors travel to Stockholm by air, ferry, train and bus.

25 Air Traffic The number of air passengers at Stockholm s airports exceeded 25 million during 2013 an increase of 3.4 per cent from During the past 10 years, the number of air passengers have increased by 44 per cent. Since 2003 there has been a massive increase in passengers to and from non-european destinations. The number of passengers from other European cities have increased as well. Destinations in Europe account for 63 per cent of all travels. Arriving and departing airline passengers (in thousands) Stockholm-Arlanda, Stockholm-Skavsta, Stockholm-Bromma, Stockholm-Västerås and Örebro Airport Stockholm-Arlanda Airport accounts for 81 per cent of all air passengers at the five airports in the Stockholm region. Arriving and departing airline passengers 2013 (in thousands) Airports in the Stockholm region 2013 Stockholm-Arlanda 20,674 Stockholm-Skavsta 2,165 Stockholm-Bromma 2,278 Stockholm-Västerås 164 Örebro Airport 102 Total 25,382 Source: Swedish Transport Agency

26 Ferry Connections The number of ferry passengers passing through the ports of Stockholm have decreased somewhat in the last two years. The number of passengers heading to and from Finland have declined gradually over the past four years. In a longer perspective, in the past 10 years, ferry passengers have increased by 16 per cent. The increase has been remarkably high for destinations in the Baltic region and for cruise traffic. Arriving and departing ferry passengers 2003, Stockholm port (in thousands) Finland Baltic countries Poland Russia n/a n/a n/a n/a Cruise visitors* Total *Cruise passengers are only counted once/arriving vessel, but in so-called turnarounds both arriving and departing passengers are included. Source: Port of Stockholm

27 Where Visitors Stay More then 31 million overnight stays were made in various forms of accommodation in Stockholm. Most nights was spent at friends and relatives.

28 All Type of Accommodation and Day Trips Overnight stays in all type of accommodation and day trips 2003, 2008, , Stockholm County (in thousands) City of Stockholm 2013 Hotel 5,939 7,884 8,962 9,214 9,536 6,771 Vacation village (n/a) Camping Hostel Commercial accommodation* 7,320 9,602 10,575 10,752 10,975 7,511 City of Stockholm s share 4,602 6,241 7,144 7,412 7,511 Weekend cottage 5,968 3,330 3,452 4,146 5,936 (n/a) Friends and relatives 14,055 10,362 10,864 12,166 13,480 6,396 Pleasure boat Other overnight stays 1, Other accommodation 22,711 14,704 15,018 17,210 20,132 6,566 City of Stockholm s share 6,825 4,551 4,653 4,896 6,566 Total overnight stays 30,031 24,182 25,593 27,962 31,107 14,077 City of Stockholm s share 11,427 10,792 11,797 12,308 14,077 Day trips 7,457 5,225 5,367 5,832 5,880 4,121 City of Stockholm s share 5,852 4,234 4,372 4,682 4,121 More than 31 million overnight stays were made in various forms of accommodation in Stockholm County. This is a new record for overnight stays in Stockholm and an increase of 11 per cent compared to The increase was mainly due to an increase of overnight stays with friends and relatives and overnight stays in weekend cottages. Close to 11 million were overnight stays in commercial accommodations, like hotels, hostels, vacation villages and camping sites. The number of day trips (over 10 km) were relatively unchanged from the previous year Source: Resurs AB

29 Length of Stay Average number of nights spent by visitors in different types of accommodation in Stockholm County and City, 2013 Stockholm County City of Stockholm Overnight trips, total Hotel Other accommodation Friendes and relatives Cottage, rented privately Pleasure boat Own weekend cottage/apartment Camping Visitors who stay overnight in Stockholm spend an average of 2.4 nights here. Guests at camping sites, privately rented cottages and pleasure boats stay significantly longer, 4.0 nights on average % 38% 37% 34% 40% 45% 44% 48% 45% 40% Nights per trip 36% Source: Resurs AB

33 Commercial Accommodation Hotels Capacity, occupancy and lodging revenues in hotels , Stockholm County The hotel capacity in Stockholm is steadily increasing, both in terms of number of hotels and in available rooms. In 2013, there were 298 hotels in Stockholm County. About half of them were located in the City of Stockholm. Hotel revenues for the rooms sold were SEK 7.0 billion an increase of 2.4 per cent compared to Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

34 Commercial Accommodation Hotels On average, there were 30,000 hotel rooms available in the Stockholm County an increase of close to 3 per cent compared to 2012 and 35 per cent more than a decade ago. The number of occupied rooms per day increased to 17,800, which equals an occupancy rate of 59 per cent. Hotels. Key figures , Stockholm County and City of Stockholm Stockholm County City of Stockholm % 55% 58% 61% 63% 62% 59% 61% 61% 59% 59% Number of hotels Room capacity (in thousands) per day Occupied rooms (in thousands) per day Occupancy rate, % Mon-Thurs, % Fri-Sun, % Revenues (MSEK) 6,166 5,582 6,327 6,877 6,847 7,014 4,389 4,060 4,538 4,957 4,981 5,079 Revenues per occupied room, SEK 1,108 1,040 1,085 1,112 1,086 1,082 1,154 1,071 1,117 1,148 1,116 1,122 Revenues per available room, SEK Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

36 Commercial Accommodation Hostels At the County s hostels the bed capacity is increasing year by year. In 2013, there was an average of close to 5,000 available beds per night more during May-September and less during the rest of the year. Capacity, occupancy and lodging revenues in hostels , Stockholm County Bed capacity has increased by 6 per cent from previous year and by more than 70 per cent in the last ten years. The occupancy rate has declined slightly in the last five years to just short of 41 per cent in Compared to 2012, turnover increased by 17 per cent to SEK 257 million. Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

37 Commercial Accommodation Vacation villages Most vacation villages are located in the Stockholm Archipelago and they almost exclusively attract Swedish visitors. The capacity, in terms of the average number of available rooms per day, has increased in the last two years. Seasonal fluctuations are considerable. Capacity, occupancy and lodging revenues in vacation villages , Stockholm County Number 250 Room capacity per day Occupied rooms per day Revenues (MSEK) (occupancy rate %) MSEK 25 The number of rooms sold did not increase as much as the capacity in Capacity utilization stopped at 36 per cent. Revenues rose considerably to just under SEK 19 million % 38% 37% 34% 40% 45% 44% 48% 45% 40% 36% Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

38 Why People Travel to Stockholm Leisure and Business Visitors Stockholm is home to a rich cultural life and a great variety of national and international events, restaurants and shopping experiences. Stockholm is also Scandinavia s leading city for business, with many internationally competitive industries.

39 Leisure and Business Visitors Overnight stays at hotels by business and leisure visitors , Stockholm County and City (in thousands) Stockholm is attractive both as a tourist destination and as a city for business. Together they create an exciting, dynamic and progressive city that attracts millions of leisure and business visitors every year. Source: Resurs AB

41 International Meetings and Conventions Stockholm is one of the world s most popular international convention destinations.

42 International Meetings and Conventions Stockholm is ranked number 22 of the 44 biggest cities in the world in terms of the numbers of congress delegates attending association meetings. The statistics are based on numbers of delegates attending meetings organized by international associations which take place on a regular basis and which rotate between a minimum of three countries. One reason is that Stockholm has excellent capacity for meetings and conventions. It is home to Stockholmsmässan, northern Europe s largest convention facility, the Stockholm City Conference Centre, Kistamässan, the Brewery and Stockholm Waterfront Congress Centre with its spectacular architecture in the heart of Stockholm. Number of international convention participants per city, 2012 Rank City No. of participants Vienna 135,753 2 Berlin 10, Amsterdam 95,778 4 Bangkok 86,757 5 Paris 86,426 6 Barcelona 85,438 7 Dublin 73,903 8 Copenhagen 72,303 9 London 71, Istanbul 70, Singapore 66, Prague 57, Washington, DC 55, Munich 51, Milan 48, Hong Kong 46, Seoul 45, Lisbon 45, Taipei 45, Madrid 45, Beijing 45, Stockholm 44, Sydney 43, Kuala Lumpur 41, Busan 41,153 Source: International Congress and Convention Association, ICCA

43 International Meetings and Conventions In total Stockholm attracted 171 international association meetings with some 51,000 delegates and generated 170,000 overnight stays during International conventions in Stockholm, International convention-related overnight stays in Stockholm, (in thousands) International convention participants in Stockholm, (in thousands) International convention participants by subject area in Stockholm, % 13% 8% 45% Medicine/Psychology Technology/Statistics/Che mistry National and municipal government Industry/business % Other Source: Stockholm Visitors Board

44 Major Attractions in Stockholm There are a large number of events and exhibitions organized every day, and they attract millions of visitors to Stockholm every year.

46 How Much Visitors Spend Tourism is of great importance for the economy in Stockholm.

47 Consumption During the Visit Business visitors staying at hotels are the target group that spends most money during their visit to Stockholm. Leisure visitors staying in hotels are increasing in number and they are also spending more money than earlier. Expenditures by day visitors remained at an unchanged level in 2013 compared with In a longer perspective (10 years) day visitors expenditure in Stockholm has increased less than spendings by overnight visitors. Consumption (SEK) per visitor and day in Stockholm County and City, 2003, 2008, City of Stockholm 2013 Hotel 1,326 1,841 1,665 1,776 1,807 1,807 Business visitors 1,512 2,289 2,148 2,150 1,966 2,170 Leisure visitors 1,115 1,299 1,158 1,412 1,661 1,523 Vacation village Camping Hostel Weekend cottage Friends and relatives Pleasure boat Other Day trips Source: Resurs AB

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